Slides for Expedia Media Solutions webinar: Insights into the booking paths of American, British and...

WebinarDecember 15, 2016

Traveler’s Path to Purchase

Your hosts

Sean O’NeillEditor in Chief & ModeratorTnooz

Gene QuinnCo-Founder & ProducerTnooz

Poll no. 1Where are you located?

Poll no. 2What travel business segment do you

represent?

Traveler’sPathtoPurchase

MATTHEW REICHEKVice President, Product & AnalyticsExpedia Media Solutions

5 years at Expedia, Inc.

Experience: Lead analytics, business intelligence, advertising product development and portfolio integration across the Expedia, Inc. suite of travel brands for the media business

Fun Fact: I was in a West African dance troupe in college and actually got paid a few times to perform at other colleges

GLOBAL NETWORK & REACHWorldwide Monthly Unique Users (Millions)

34M 18M 3.5M 4.8M

9M 503K 2M304K

2.5M 41K

REAL WORLD INSIGHTS

TravelerAttribution

MultiscreenConsumer Behaviors

Path to Purchase

TALK TO US@ExpediaMedia

#TravelersPathtoPurchase

METHODOLOGYExpediaMediaSolutionscommissionedcomScoretoconductastudyontravelpathtopurchaseintheUnitedKingdom,UnitedStatesandCanada

comScoreblendedonlinetravelbehavioraldatawithdatacollectedthroughacustomsurvey

CustomSurveyQualificationsAge18+LiveinUK,USorCanada(eachcountryrequiredforeachmarketbeinganalyzed)Bookedtravelonlinewithinthepast6monthsSurveyyielded:UnitedKingdom:817totalcompletesUnitedStates:805totalcompletesCanada:815totalcompletesFieldingdates:March14– 23,2016

BehavioralDataSourcescomScorePCPanel(2MMdevicesworldwide)comScoreMobilePanel(20,000devices)comScoreMulti-PlatformcomScoreCensusTags(>1.5trillioneventsmonthly)

SurveyStatisticalReliabilityAsampleof800isreliablewithin±3.5%pointsata95%confidenceintervalAsampleof500isreliablewithin±4.4%pointsata95%confidenceinterval

DIGITALTRAVELCONTENTCONSUMPTIONTRENDS

50MILLIONDIGITALUKUSERS

CONSUMING

239BILLIONDIGITALMINUTESEACHMONTH

258MILLIONDIGITALUSUSERSCONSUMING

1.5TRILLIONDIGITALMINUTESEACHMONTH

30MILLIONDIGITALCANADAUSERS

CONSUMING

148BILLIONDIGITALMINUTESEACHMONTH

DataSource:comScoreMediaMetrixMulti-PlatformReporting,April2016data,UniqueVisitors&TotalMinutes.

13DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,UK,US,CA,January2015– April2016data,TotalMinutes.

70%DIGITALCANADIANUSERSCONSUMETRAVELCONTENT

MORETHAN60%

DIGITALUSUSERSCONSUMETRAVEL

CONTENT

75%DIGITALUKUSERSCONSUMETRAVEL

CONTENT

806MILLIONMINUTES

SPENTONDIGITALTRAVELCONTENTINCANADA

18%INCREASEYEAROVERYEAR

14DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,UK,US,CA,January2015– April2016data,TotalMinutes.

8.7BILLIONMINUTES

SPENTONDIGITALTRAVELCONTENTINTHEUS

2.4BILLIONMINUTES

SPENTONDIGITALTRAVELCONTENTINTHEUK

15Source:comScoreMediaMetrix&MobileMetrixMediaTrendReporting,UK,February2015-February2016data;US,January2015-April2016data;CA,April2015-April2016data,ReachofTravelfromeachPlatformtoTotalDigitalUniqueVisitors

56% 55%

72% 75%

Apr-2015 Apr-2016

73% 65% 54%

Apr-2015 Apr-2016

55% 56% 67%

Feb-2015 Feb-2016

THEONLINETRAVELAUDIENCEISBIG&BECOMINGMOREMOBILE

31% 20%

37% 54%

32% 26%

Apr-2015 Apr-2016

28% 25%

28% 30%

44% 45%

Apr-2015 Apr-2016

46% 36%

27% 29%

27% 35%

Apr-2015 Apr-2016

MOBILE-ONLY

DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,UK,US,CA,April2015-April2016data,ShareofTotalDigitalTravelUsers.

DESKTOPUSAGEBYDIGITALTRAVELERSSHRINKINGINFAVOROFMOBILE&MULTI-DEVICE

MULTI-DEVICE

DESKTOPONLY

Poll no. 3What does your device strategy

include?

Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16

DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,UK,January2015– May2016data,TotalMinutes.

MOREMINUTESSTILLSPENTENGAGINGWITHTRAVELCONTENTONDESKTOP

BUTMOBILEISTRENDINGUPWARDS

Jan-2015 Feb-2015 Mar-2015 Apr-2015 May-2015 Jun-2015 Jul-2015 Aug-2015 Sep-2015 Oct-2015 Nov-2015 Dec-2015 Jan-2016 Feb-2016 Mar-2016 Apr-2016

DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,US,January2015– April2016data,TotalMinutes.

MOREMINUTESARESPENTENGAGINGWITHTRAVELCONTENTONMOBILEDEVICES

THANONDESKTOP

Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16

DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,CA,January2015– May2016data,TotalMinutes.

MOREMINUTESARESTILLSPENTENGAGINGWITHTRAVELCONTENTONDESKTOP

THANONMOBILE

21DataSource:comScoreMobileMetrixReporting,UK,February2016data;US,April2016;CA,April2016;TotalMinutes,TravelCategoryCutbyAccessMethod(ApplicationversusBrowser)

APPLICATION

BROWSER

BROWSERSARESTILLTHEPRIMARYWAYMOBILETRAVELINFORMATIONISACCESSEDACROSSDEVICES

TotalTravelCategory(AllPlatforms)

BROWSER APPLICATION

TotalTravelCategory(AllPlatforms)

BROWSER

BROWSERSARESTILLPRIMARILYUSEDONTABLETSTOACCESSMOBILETRAVELINFORMATION

APPLICATION

DataSource:comScoreMobileMetrixReporting,UK,February2016data;US,April2016data;CA,April2016data;TotalMinutes,TravelCategoryCutbyAccessMethod(ApplicationversusBrowser)

INFLUENCERSTHROUGHOUTTHETRAVELBOOKINGPATH

Numberofvisitstotravelsitesmadebybookers45days

beforebooking:

DataSource:comScoreUK,USandCADesktopPanel,CustomPathtoBookingVisitationAnalysis,WeeklyVisitsperUser,Dec’15– Feb’16.AverageTravelSiteVisitsperWeek(Numberoftravelsitesvisitedperweekbytheaveragesegmentmember,Oct’15-Feb’16aggregate)

ONLINEBOOKERSINCREASINGLYENGAGEWITHTRAVELCONTENTINTHEWEEKSLEADINGUPTOPURCHASE

Week6before

Week5before

Week4before

Week3before

Week2before

Week1before

Weekofbooking

AverageTravelSiteVisitsperWeek(Numberoftravelsitesvisitedperweek,Dec’15-Feb’16aggregate)

140161

Poll no. 4Which channels do you push your

content through? (select all that apply)

7.4 6.89.2

4.92.5

8.3 7.3

3.73.64.9

6.9 6.24.8

AverageVisitstoTravelCategoriesperWeek(Averagevisitsperbookertositeswithineachtravelcategory,aggregatebyweek)

4WeeksOut

DataSource:comScoreUKDesktopPanel,December2015-February2016;US,December2015-February2016;CA,December2015-February2016;CustomTravelBookerAudienceSegment

5WeeksOut

7.0 6.58.4

5.12.6

7.7 6.99.1

3.03.45.1

6.95.1 5.3

6WeeksOut

5.5 4.75.9

4.02.2

6.1 5.16.4

2.53.04.7 4.8 3.9 4.7

DMO Hotels&Resorts

AirlinesOTAs TravelInformation

DMO Hotels&Resorts

ONLINETRAVELBOOKERSINCREASINGLYENGAGEWITHTRAVELCONTENTTHROUGHOUTTHEWEEKSPRECEDINGABOOKINGEVENT

6.7 6.98.4

7.3 7.29.1

3.23.8

6.88.8 7.9

2WeeksOut

3WeeksOut

7.0 7.08.8

5.33.1

7.6 7.69.5

3.63.1 4.6

7.25.8 5.2

DMO Hotels&Resorts

6.57.3

6.97.6

2.93.5

6.75.9

WeekofBooking

6.27.5

6.57.8 8.3

3.33.2

8.4 7.78.7

1WeekOut

DMO Hotels&Resorts

21% 17%

OTA TravelInformation Accomodations Airline Ground/Rail/Auto/Bus DMO Other

4% 3% 4%

OTASHAVETHEMOSTENGAGEMENTOFTRAVELSITECATEGORIESTHROUGHOUTBOOKINGPATH

21% 16%

TotalVisitsShareThroughout45DayPathtoBooking

DataSource:comScore UK,US,CADesktopPanels,CustomPathtoBookingVisitationAnalysis,ShareofTotalVisits,OnlineTravelBookerSegment:Dec’15– Feb’16

OTA OTA OTA

SEARCHENGINES&FAMILY/FRIENDSMOSTUSEDATTHEBEGINNINGOFTRIPPLANNING

DataSource:comScoreSurvey,WHENRESOURCEUK.TOP5- WHENDIDYOUUSEEACHRESOURCEFORTHERECENTBOOKINGOFYOURTRIP?,Among UKOnlineTravelBuyersWhoUsedEachResource(n=14*-202)*Caution:smallsamplesize(n=30-50),Friend/familyrecommendationsRightbeforebookingandUsedtobook,SearchenginesUsedtobook;AmongUSOnlineTravelBookersWhoUsedEachResource(n=193-296);AmongCAOnlineTravelBookersWhoUsedEachResource(n=246-314) 30

68% 68%

49% 41%

69% 66%

50% 41% 36%

71% 66%

52% 39%

Searchengines Friend/familyRecs OTAs AirlineSites HotelSites

WhenIFirstStarted– Inspiration

SHARESHIFTSBETWEENSOURCESOFINFLUENCEASTRAVELERSRESEARCH&NARROWOPTIONS

31DataSource:comScoreSurvey,WHENRESOURCEUK.TOP5- WHENDIDYOUUSEEACHRESOURCEFORTHERECENTBOOKINGOFYOURTRIP?,Among UKOnlineTravelBuyersWhoUsedEachResource(n=14*-202)*Caution:smallsamplesize(n=30-50),Friend/familyrecommendationsRightbeforebookingandUsedtobook,SearchenginesUsedtobook;AmongUSOnlineTravelBookersWhoUsedEachResource(n=193-296);AmongCAOnlineTravelBookersWhoUsedEachResource(n=246-314)

31% 27%

42% 32%

43% 33%

39% 28%

37% 39% 34% 37% 29%

WhenIWasNarrowingOptions– Research

SEARCHENGINESANDFRIENDS/FAMILYDECREASEINUSAGEDURINGCONSIDERATION

18% 16%

31% 26% 27% 23% 24% 29% 26% 33%

21% 18% 29% 28% 30%

RightBeforeBooking– Consideration

OTA,HOTELANDAIRLINESITEUSAGECONSISTENTTHROUGHOUTTHEPURCHASEPATH

31% 36% 23%

42% 48%

33% 40%

UsedtoBook– Conversion

THOSEUSINGSOCIALMEDIATENDTOENGAGEMOREINTHEBEGINNINGOFTHEPURCHASEPATH

Datasource:comScoreSurvey,SOCIALWHEN.WHENDIDYOUPERFORMTHEFOLLOWINGACTIVITIESUSINGSOCIALMEDIAFORYOURRECENTLYBOOKEDTRIP?,AmongUS,CA,andUKOnlineTravelBookersWhoUsedSocialMedia(n=260)

11%OFONLINETRAVEL

BOOKERSACROSSALLTHREEMARKETSUSE

SOCIALMEDIAINTHEIRTRAVELRESEARCHPROCESS

How&Whenthe11%UseSocialMedia

DESTINATIONDECISIONINFLUENCERS

46% 54%

DataSource:comScoreSurvey,,DESTINATIONS.PRIORTODECIDINGONYOURFINALDESTINATION,HOWMANYOTHERDESTINATIONSDIDYOUCONSIDERVISITING?,AmongTotalUKOnlineTravelBuyers(n=817);AmongTotalU.S.OnlineTravelBookers(n=805),AmongTotalCAOnlineTravelBookers(n=815)

1DestinationConsidered 2+DestinationConsidered

NUMBEROFDESTINATIONSCONSIDERED

61% 13%

3% 2% 2%

EuropeAsiaLatinAmericaUSAfricaAustralia&NewZealandCanada

REGIONSTRAVELBOOKERSRESEARCHMOST

EuropeLatinAmericaAsiaUSCanadaAfricaAustralia&NewZealand

DataSource:comScoreUK,US,CADesktopPanels,CustomPathtoBookingVisitationAnalysisUsingcomScoreProximicCategorization,TotalTravelPagesAcross45DayBookingPath,OnlineTravelBookerSegment:December2015-February2016.

27% 14%

UnitedStatesEuropeLatinAmericaAsiaAfricaCanadaAustralia&NewZealand

OTASWERETHEMOSTINFLUENTIALONLINERESOURCEINBOOKERS’DESTINATIONDECISIONS

DataSource:comScoreSurvey,INFLUENTIALRESOURCEUK.MOSTINFLUENTIAL- PLEASERANKTHETOPTHREERESOURCESTHATINFLUENCEDYOUR DESTINATIONDECISION.AmongUKOnlineTravelBuyersWhoUsedResources(n=780).<3%:Offlinetravelagency,socialmedia,mycompany’stravelsite,groundtransportation/cruisesites,travelbooks/magazines,aggregatorsites,blogs,onlinetravelvideos,liveTVshows,dealbuyingsites,homerentalsites,destination’scallcentre,rentalcarsites,other;AmongUSOnlineTravelBookersWhoUsedResources(n=758).<3%:Socialmedia,onlinetravelguidesites,carrentalsites,dealbuyingsites,homerentalsites,groundtransportation/cruisesites,offlinetravelagency,onlinetravelvideos,destination’scallcenter,mycompany’stravelsite,liveTVshows,blogs;AmongCAOnlineTravelBookersWhoUsedResources(n=778).≤3%:Onlinetravelguidesites,offlinetravelagency,travelbooks/magazines,dealbuyingsites,socialmedia,destination’scallcenter,blogs,groundtransportation/cruisesites,rentalcarsites,homerentalsites,onlinetravelvideos,mycompany’stravelsite,liveTVshows,other

15% 18%

11% 9%

18% 19%

6% 5% 5%

Friend/familyrecommendations

OTAs Searchengines Airlinesites Hotelsites Travelinfosites

Searchenginetravelsites

IMPACTOFADVERTISINGONTRAVELBOOKINGDECISIONS

OFTRAVELBOOKERSWEREINFLUENCEDBYADVERTISINGWHENCONSIDERINGMORETHANONELOCATION

DataSource:comScoreSurvey,DESTINATIONAD.Didanyadvertising(viaonlinebanners,onlinevideos,TV,radio,magazines,etc.) influenceyourdecisiontovisit[specificdestination]?AmongUKOnlineTravelBuyersWhoConsideredMorethanOneDestination(n=817);AmongTotalUSOnlineTravelBookersWhoConsideredMorethanOneDestination(n=253);AmongTotalCAOnlineTravelBookersWhoConsideredMorethanOneDestination(n=425)

30% 27% 38%

ADVERTISINGCANINFLUENCETRAVELERDESTINATIONDECISIONS

41DataSource:comScoreSurvey,ADAWARE.DIDYOUNOTICEANYADVERTISINGRELATEDTOTHEFOLLOWINGSERVICESWHILEYOUWERESHOPPINGFORORBOOKINGYOURTRAVEL?,AmongTotalUKOnlineTravelBookers(n=817);AmongTotalUSOnlineTravelBookers(n=805);AmongTotalCAOnlineTravelBookers(n=815)

47% 64%59%OFTRAVELBOOKERSRECALLEDSEEINGATRAVELAD

WHILESHOPPINGFORORBOOKINGTRAVEL

TRAVELBOOKERSNOTICETRAVELADVERTISING

WhenIFirstStarted WhenIWasNarrowingOptions RightBeforeBooking

AirTravel

Travelpackage

Carrental

Cruise

DataSource:comScoreSurvey,ADNOTICE.WHENDIDYOUNOTICEADVERTISINGRELATEDTOEACHTRAVELSERVICE?AmongAllOnlineTravelBuyersWhoNoticedAdsforEachService(n=371-944),US(n=112-245),UK(n=119-345),CA(n=140-354)

LARGESTPOTENTIALFORADVERTISINGIMPACTDURINGINITIALSTAGESOFTRAVELBOOKINGPATH

Poll no. 5Where does the majority of your

advertising spend go?

DataSources:TotalImpressionsVolumeMetric:DataSource:comScore UK,US,CADesktopPanels,CustomPathtoBookingAdImpressionAnalysis,TravelBookerSegment,TotalAdImpressionsin45TravelPathtoBooking,Dec’15– Feb’16BookingTimePeriod.AverageRecallRate:comScoreSurvey,ADNOTICE.WHENDIDYOUNOTICEADVERTISINGRELATEDTOEACHTRAVELSERVICE?AmongUK(n=141-360),US(n=364),CA(n=524)OnlineTravelBuyersWhoNoticedAdsforEachService

ASTRAVELADIMPRESSIONSINCREASE,BOOKERSRECALLFEWERADS

100000

120000

140000

160000

WhenIfirststarted

WhenIwasnarrowingoptions

Rightbeforebooking

AverageNumberofWeeklyImpressions

AverageRecallRate

EXAMPLE:AMERICANTRAVELERPATHTOPURCHASE

• GOOGLE.COM(2Pages)• AVISTAUTILITIES.COM(6Pages)• I-DOXS.NET(4Pages)• GOOGLE.COM(2Pages)• MYMEALTIME.COM(6Pages)• GOOGLE.COM(5Pages)• SHOPZILLA.COM(3Pages)• BACKCOUNTRY.COM(5Pages)• PROBOARDSHOP.COM(2Pages)• GOOGLE.COM(5Pages)• HELLYHANSEN.COM(6Pages)• THENORTHFACE.COM(4Pages)• REI.COM(2Pages)• OVERSTOCK.COM(5Pages)

• WESTMARINE.COM(4Pages)• CRUISINGWORLD.COM• GOOGLE.COM(6Pages)• FACEBOOK.COM• ANGIESLIST.COM• GOOGLE.COM(6Pages)• INTELIUS.COM• ELENDERSOLUTIONS.COM(9Pages)• MT.GOV(6Pages)• JOBRAPIDO.COM(2Pages)• PARAGONRELS.COM(12Pages)• TravelInformation(4Pages)

ACTUALONLINETRAVELPACKAGEBOOKERPATHLEADINGUPTOBOOKINGEVENT

Actualpurchasepathofatravelpackagebooker(desktopinteal,mobileinred)

• PARAGONRELS.COM(17Pages)• GOOGLE.COM• GROUPON.COM(11Pages)• GOOGLE.COM• BING.COM(3Pages)• SECUREDSHOPGATE.COM(2Pages)• GOOGLE.COM• PARAGONRELS.COM(29Pages)

• GOOGLE.COM• CAPITALONE.COM(19Pages)• NCTV.COM• PARAGONRELS.COM(53Pages)

• DISH.COM• DISHNETWORK.COM• AVISTAUTILITIES.COM(2Pages)• AMAZON.COM• GOOGLE.COM(2Pages)• AMAZON.COM(26Pages)• GOOGLE.COM(2Pages)• AMAZON.COM• GOOGLE.COM(3Pages)• GMFINANCIAL.COM(4Pages)• SPEEDPAY.COM(2Pages)• GOOGLE.COM(2Pages)• THENORTHFACE.COM• MOOSEJAW.COM(19Pages)• EVYY.NET• SOLIDIFI.COM(10Pages)

Day41START

• GOOGLE.COM(3Pages)• MTB.COM(2Pages)• FNFISMD.COM(12Pages)• SOLIDIFI.COM(8Pages)• ORBITZ.COM(19Pages)• GOOGLE.COM• PARAGONRELS.COM(23Pages)• GOOGLE.COM• PARAGONRELS.COM(26Pages)• ELENDERSOLUTIONS.COM(5Pages)

Day35• GOOGLE.COM(2Pages)• AMAZON.COM(5Pages)• GOOGLE.COM• PARAGONRELS.COM(24Pages)• ELENDERSOLUTIONS.COM(8Pages)• GOOGLE.COM• EMORTGAGELOGIC.COM• AMAZON.COM• GOOGLE.COM• AMAZON.COM(3Pages)• ELENDERSOLUTIONS.COM(5Pages)• GOOGLE.COM• PARAGONRELS.COM(59Pages)• GOOGLE.COM(3Pages)• MOOSEJAW.COM(10Pages)• UPS.COM(3Pages)• GOOGLE.COM• MOUNTAINWESTBANK.COM• NETTELLER.COM(7Pages)• GOOGLE.COM(3Pages)• GOVERNMAX.COM(8Pages)• FLEXMLS.COM(45Pages)• GOOGLE.COM(2Pages)• USPS.COM• GOOGLE.COM

Day34• MYMEALTIME.COM(3Pages)• MSN.COM• BING.COM• VERIZONWIRELESS.COM(5Pages)• VERIZONWIRELESS.COM(6Pages)• GOOGLE.COM• MSN.COM(0Pages)• GOOGLE.COM(2Pages)• PARAGONRELS.COM(8Pages)• GOOGLE.COM(2Pages)• PARAGONRELS.COM(20Pages)• GOOGLE.COM(2Pages)• GOVERNMAX.COM(11Pages)• FLEXMLS.COM(15Pages)

• GOOGLE.COM(2Pages)• PARAGONRELS.COM(82Pages)• ELENDERSOLUTIONS.COM(8Pages)• GOOGLE.COM(2Pages)• ELENDERSOLUTIONS.COM(2Pages)• GOOGLE.COM(2Pages)• PARAGONRELS.COM(33Pages)

• SURVEYSANDPROMOTIONSONLINE.COM(9Pages)

• SRCHSELECTFLOW.COM• GOOGLE.COM(3Pages)• AMAZON.COM(4Pages)• SOLIDIFI.COM(12Pages)

• PARAGONRELS.COM(9Pages)• AMAZON.COM(3Pages)• GOOGLE.COM(5Pages)• YTRAVELBLOG.COM• PARAGONRELS.COM(66Pages)• GOOGLE.COM• PARAGONRELS.COM(76Pages)• EMORTGAGELOGIC.COM(2Pages)• GOOGLE.COM(3Pages)• PARAGONRELS.COM(36Pages)• GOOGLE.COM(4Pages)• IRS.GOV(15Pages)

• SURVEYSANDPROMOTIONSONLINE.COM(7Pages)• GOOGLE.COM(2Pages)• GOVERNMAX.COM(8Pages)• PARAGONRELS.COM(19Pages)• EMORTGAGELOGIC.COM(2Pages)• GOOGLE.COM(2Pages)• HEALTHCARE.GOV(9Pages)• BING.COM• YOURHEALTHIDAHO.ORG(2Pages)• FLEXMLS.COM(8Pages)• GOOGLE.COM• FLEXMLS.COM(39Pages)• PARAGONRELS.COM(5Pages)• FLEXMLS.COM(26Pages)• PARAGONRELS.COM(5Pages)

Day29• GOOGLE.COM(2Pages)• ACTIVE.COM(3Pages)• GOOGLE.COM• ORBITZ.COM(4Pages)• GOOGLE.COM(8Pages)• MSN.COM• TravelInformation

• GOOGLE.COM(2Pages)• BING.COM• GOOGLE.COM(1Pages)• PLANEFINDER.NET(4Pages)• GLOBALGOLF.COM(12Pages)• RETAILMENOT.COM• KLM.COM(3Pages)• GUINNESS-STOREHOUSE.COM(2Pages)• FLEXMLS.COM(26Pages)• GOOGLE.COM• ACTIVE.COM• PARAGONRELS.COM(4Pages)• PARAGONRELS.COM(12Pages)• FORSALEBYOWNER.COM(2Pages)• GOOGLE.COM• FORSALEBYOWNERBOOKERSGUIDE.COM• FLEXMLS.COM(23Pages)• SOLIDIFI.COM(9Pages)• GOOGLE.COM• TRIPADVISOR.COM(5Pages)• GOOGLE.COM(3Pages)• LONELYPLANET.COM• GOOGLE.COM• PARAGONRELS.COM(6Pages)

• GOOGLE.COM(2Pages)• ZILLOW.COM(3Pages)• FLEXMLS.COM(62Pages)

Day22• GOOGLE.COM• PARAGONRELS.COM(73Pages)• FLEXMLS.COM(26Pages)• GOOGLE.COM• PARAGONRELS.COM(27Pages)• GOOGLE.COM• ALAMODE.COM(14Pages)• GOOGLE.COM• GOVERNMAX.COM(4Pages)• FLEXMLS.COM(9Pages)

Day21• CREDITONEBANK.COM(6Pages)• GOOGLE.COM(3Pages)• FITZPATRICKCASTLE.COM(3Pages)• GOOGLE.COM• KILRONANCASTLE.IE(4Pages)• GOOGLE.COM• PARAGONRELS.COM(7Pages)• FLEXMLS.COM(42Pages)• SPARKPLATFORM.COM(0Pages)• FLEXMLS.COM(51Pages)• MSN.COM(2Pages)• MICROSOFT.COM• MSN.COM(2Pages)

• GOOGLE.COM(3Pages)• MENSFITNESS.COM• CROSSFIT.COM(2Pages)• GOOGLE.COM(3Pages)• CLIPART.ME(4Pages)• GOOGLE.COM(2Pages)• ARBITERSPORTS.COM(18Pages)• GOOGLE.COM(4Pages)• SKYWEST.COM(2Pages)• KLM.COM(4Pages)• DELTA.COM(21Pages)

• FLEXMLS.COM(5Pages)• GOOGLE.COM• GOVERNMAX.COM(5Pages)• USSAILING.ORG• WESTMARINE.COM(11Pages)• GOOGLE.COM(2Pages)• WESTMARINE.COM(5Pages)• AMAZON.COM(9Pages)• GOOGLE.COM(2Pages)• YOUTUBE.COM(9Pages)• GOOGLE.COM(2Pages)• MSN.COM• BING.COM• GOOGLE.COM• YOUTUBE.COM• AMAZON.COM• GOOGLE.COM(4Pages)• YOUTUBE.COM(20Pages)• GOOGLE.COM• HELLYHANSEN.COM• GOOGLE.COM(3Pages)• MOOSEJAW.COM(17Pages)• GOOGLE.COM• PARAGONRELS.COM(25Pages)• FLEXMLS.COM(75Pages)• GOOGLE.COM

• PARAGONRELS.COM(63Pages)• MICROSOFT.COM• GOOGLE.COM(3Pages)• YOUTUBE.COM(40Pages)• GOOGLE.COM(8Pages)• PANZOID.COM(2Pages)• GOOGLE.COM(8Pages)• LIVE.COM(3Pages)• AGAR.IO• TOTALJERKFACE.COM• YOUTUBE.COM• GOOGLE.COM(6Pages)• BLOGSPOT.COM• FACEBOOK.COM(2Pages)• HELLYHANSEN.COM• MOUNTAINWESTBANK.COM• NETTELLER.COM(5Pages)• GOOGLE.COM• YOUTUBE.COM(19Pages)• FLEXMLS.COM(120Pages)• GOOGLE.COM• TravelInformation

Day12• AUDIBLE.COM(0Pages)• GOOGLE.COM(1Pages)• PARAGONRELS.COM(140Pages)

Day11• GOOGLE.COM(1Pages)• PARAGONRELS.COM(70Pages)• GOOGLE.COM(1Pages)• ZILLOW.COM(1Pages)• PARAGONRELS.COM(10Pages)• PARAGONRELS.COM(10Pages)• GOOGLE.COM(2Pages)• MOOSEJAW.COM(32Pages)• GOOGLE.COM(3Pages)• HELLYHANSEN.COM(3Pages)• AMAZON.COM(1Pages)• AMAZON.COM(4Pages)• PATAGONIA.COM(3Pages)• INSTAGRAM.COM(1Pages)• MOOSEJAW.COM(4Pages)

Day18• TOTALJERKFACE.COM(1Pages)• CENTRUM.COM(1Pages)• YOUTUBE.COM(7Pages)

• ARBITERSPORTS.COM(21Pages)• ARBITERSPORTS.COM(16Pages)• INSPECTLET.COM(1Pages)

• YOUTUBE.COM(24Pages)• GOOGLE.COM(3Pages)• TOURFACTORY.COM(2Pages)• ZILLOW.COM• PARAGONRELS.COM(27Pages)• MSN.COM• GOOGLE.COM• PARAGONRELS.COM(8Pages)• FLEXMLS.COM(55Pages)• GOOGLE.COM(7Pages)• EVENTBRITE.COM(4Pages)• GOOGLE.COM(3Pages)• ZILLOW.COMCONTINUEDà

• GOOGLE.COM• PARAGONRELS.COM(12Pages)• GOOGLE.COM• YOUTUBE.COM(16Pages)• GOOGLE.COM(9Pages)• PICMONKEY.COM(3Pages)• PANZOID.COM(2Pages)• GOOGLE.COM• PARAGONRELS.COM(51Pages)• ELENDERSOLUTIONS.COM(15Pages)• MSN.COM• GOOGLE.COM(5Pages)• TRAVLYNX.COM(6Pages)• GOOGLE.COM

• FACEBOOK.COM• GOOGLE.COM• MSN.COM• ELENDERSOLUTIONS.COM(4Pages)• GOOGLE.COM• PARAGONRELS.COM(12Pages)• GOOGLE.COM• BING.COM• GROUPON.COM(7Pages)• SAVE70.COM• ELENDERSOLUTIONS.COM(2Pages)

Day9• GOOGLE.COM(2Pages)• ORBITZ.COM(10Pages)• GROUPON.COM(7Pages)• PARAGONRELS.COM(31Pages)• GOOGLE.COM• PARAGONRELS.COM(11Pages)• SOLIDIFI.COM(5Pages)• FLEXMLS.COM(22Pages)• ALLEGIANTAIR.COM(11Pages)• GOOGLE.COM(4Pages)• ALLEGIANTDEALS.COM(4Pages)• HELLOBC.COM(4Pages)• CANADA-BOOKNOW.COM(5Pages)• PRESTIGEHOTELSANDRESORTS.COM• TRAVLYNX.COM(3Pages)• SCHOOLOGY.COM(5Pages)• GOOGLE.COM• SOLIDIFI.COM(7Pages)

à CONTINUED• AIRPR.COM• OWNERS.COM(2Pages)• GOOGLE.COM• AVISTAUTILITIES.COM(4Pages)• I-DOXS.NET(3Pages)• GMFINANCIAL.COM(4Pages)• SPEEDPAY.COM(4Pages)• CAPITALONE.COM(14Pages)• LYRICSFREAK.COM• AMAZON.COM(12Pages)• EBAY.COM(11Pages)• GOOGLE.COM

Day11• GOOGLE.COM• PARAGONRELS.COM(70Pages)• GOOGLE.COM• ZILLOW.COM• PARAGONRELS.COM(20Pages)• GOOGLE.COM(2Pages)• MOOSEJAW.COM(32Pages)• GOOGLE.COM(3Pages)• HELLYHANSEN.COM(3Pages)• AMAZON.COM(5Pages)• PATAGONIA.COM(3Pages)• INSTAGRAM.COM• MOOSEJAW.COM(4Pages)

• EXPEDIA.COM(12Pages)• ORBITZ.COM(19Pages)• AIRFAREWATCHDOG.COM• ARBITERSPORTS.COM(15Pages)• GOOGLE.COM• ORBITZ.COM(19Pages)• AIRBNB.COM(8Pages)• GOOGLE.COM• INTENTMEDIA.NET• ORBITZ.COM(26Pages)• GOOGLE.COM(3Pages)• PARAGONRELS.COM(49Pages)• GARDENWEB.COM• GOOGLE.COM(3Pages)• HOUZZ.COM(4Pages)• CROSSFIT.COM(3Pages)• GOOGLE.COM(10Pages)• TRAVELCHANNEL.COM

• LONELYPLANET.COM• GOOGLE.COM(2Pages)• USATODAY.COM(2Pages)• CHEAPCARIBBEAN.COM(7Pages)• GOOGLE.COM• TRIPADVISOR.COM(2Pages)• GOOGLE.COM(3Pages)• ORBITZ.COM(24Pages)• GOOGLE.COM(7Pages)• TRIPADVISOR.COM(3Pages)• AIRBNB.COM(2Pages)• AIRFAREWATCHDOG.COM(2Pages)• GOOGLE.COM(2Pages)• TRAVELMATH.COM• ORBITZ.COM(6Pages)• PARAGONRELS.COM(19Pages)• ORBITZ.COM(44Pages)• TravelInformation

DAY4• GOOGLE.COM• PARAGONRELS.COM(32Pages)• ORBITZ.COM(16Pages)• GOOGLE.COM• ORBITZ.COM(4Pages)• DUNHILLTRAVELDEALS.COM• ORBITZ.COM(43Pages)• GOOGLE.COM(2Pages)• TRIPADVISOR.COM(2Pages)• ORBITZ.COM(25Pages)• GOOGLE.COM• CHEAPCARIBBEAN.COM(13Pages)• GOOGLE.COM• GROUPON.COM(2Pages)• TravelInformation(4Pages)

DAY3DAY6

• MSN.COM• ELENDERSOLUTIONS.COM(4Pages)• GOOGLE.COM• PARAGONRELS.COM(19Pages)• GOOGLE.COM• PARAGONRELS.COM(36Pages)• GOOGLE.COM• PARAGONRELS.COM(16Pages)• GOOGLE.COM(2Pages)• PARAGONRELS.COM(30Pages)• GOOGLE.COM• SOLIDIFI.COM(11Pages)• BING.COM• MICROSOFT.COM(2Pages)• TravelInformation(3Pages)

• GROUPON.COM(2Pages)• GOOGLE.COM(2Pages)• MSN.COM• ELENDERSOLUTIONS.COM(4Pages)• ORBITZ.COM(41Pages)• PARAGONRELS.COM(6Pages)• AIRFAREWATCHDOG.COM(2Pages)• GOOGLE.COM(2Pages)• SOUTHWEST.COM(6Pages)• GROUPON.COM(3Pages)• GOOGLE.COM• MSN.COM• ELENDERSOLUTIONS.COM(5Pages)• BING.COM• MSN.COM• ELENDERSOLUTIONS.COM(5Pages)• GOOGLE.COM• PARAGONRELS.COM(15Pages)• AIRFAREWATCHDOG.COM(2Pages)• EXPEDIA.COM• JUSTFLY.COM• JUSTAIRTICKET.COM

• GOOGLE.COM• PARAGONRELS.COM(20Pages)• GOOGLE.COM(3Pages)• PARAGONRELS.COM(75Pages)• ALLWOMENSTALK.COM• GOOGLE.COM• ORBITZ.COM(17Pages)• GOOGLE.COM• PARAGONRELS.COM(11Pages)• ORBITZ.COM(13Pages)• GOOGLE.COM(12Pages)• ARCGIS.COM(0Pages)• TRIPADVISOR.COM• ORBITZ.COM(9Pages)

• GOOGLE.COM(7Pages)• TRIPADVISOR.CO.UK(6Pages)• ORBITZ.COM• VENERE.COM• OYSTER.COM(3Pages)• GOOGLE.COM• STATE.GOV(3Pages)• GOOGLE.COM• STATE.GOV(2Pages)• GOOGLE.COM• PARAGONRELS.COM(46Pages)• TravelInformation(2Pages)

DAY1 DAYOFBOOKING• PARAGONRELS.COM(65Pages)• MSN.COM• ELENDERSOLUTIONS.COM(11Pages)• ALAMODE.COM• ELENDERSOLUTIONS.COM(5Pages)• ORBITZ.COM(7Pages)• GOOGLE.COM(15Pages)• PARAGONRELS.COM(42Pages)• GOOGLE.COM• HEALTHLINE.COM• ORBITZ.COM(10Pages)

• GOOGLE.COM• MOUNTAINWESTBANK.COM• NETTELLER.COM(11Pages)• GOOGLE.COM(2Pages)• DISH.COM(39Pages)• MOUNTAINWESTBANK.COM• NETTELLER.COM(5Pages)• GOOGLE.COM• ORBITZ.COM(5Pages)

• GOOGLE.COM(5Pages)• ORBITZ.COM(26Pages)• GOOGLE.COM(3Pages)• PARAGONRELS.COM(33Pages)• GOOGLE.COM(5Pages)• WA.GOV(2Pages)• YELP.COM(2Pages)• EXPERIENCEWA.COM(2Pages)• PARAGONRELS.COM(26Pages)• GOOGLE.COM(18Pages)• STATE.GOV• ORBITZ.COM(9Pages)• GOOGLE.COM(2Pages)• MSN.COM(4Pages)• ORBITZ.COM(32Pages)• GOOGLE.COM• TRIPADVISOR.COM• ORBITZ.COM(7Pages)• MYMEALTIME.COM(6Pages)• TravelInformation(2Pages)

BOOKEDTRAVELPACKAGEONORBITZ.COM

Flight:Spokane,WAtoCancunMexicoHotel:GreenTulumCabanas&Gardens

KEYFINDINGS&INSIGHTSTravelcontentiswidelyconsumedineachcountry,andallsawdoubledigitgrowthyearoveryear

Mobileusageisgrowing,andintheUSmobileengagementwithtravelcontentsurpasseddesktop

Travelisaconsideredandtime-consumingpurchase,leadingtravelbookerstomakehundredsofvisitstotravelsitesintheweeksleadinguptoapurchase

Throughoutthebookingpath,OTAshavethehighestengagementacrosstravelsitecategories,accountingformorethan30percentoftotalsitevisits

Nearlyonethirdormoreofonlinetravelbookerswereinfluencedbyadvertisingwhenconsideringmorethanonedestination

Advertisingrecallisthehighestintheinitialstagesofthepurchasejourney,whenexposureisthelowest

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